Can Nike change the image of the hoodie in Liverpool?

by Chris Johnson. Published Tue 06 Jan 2009 10:27, Last updated: 2009-01-06

England soccer star Rio Ferdinand has been enlisted by Nike in an advertising campaign aimed at changing the negative image of hoodies.

Ferdinand has been signed-up along with Italian soccer international Marco Materazzi and French rugby stat Vincent Clerc to work for Nike.

The advertising agency BBDO has created the "hoodyon moments" campaign to promote the the exclusive AW77 Loopwheeler - a new version of Nikes iconic hoody.

Nike aims to change the negative perception of hoodies, which it admits are identified with criminal behaviour and young louts.

Using the endorsement by sports personalities like Ferdinand, Nike hopes to change the public perception of hoodies by making its own hand-made garmets a desirable fashion item.

Only eight of the AW77 Loopwheelers are made each day by the Japanese production company, and the garments are only available at up-market boutiques and in Nike stores.

Photographers Lucila Blumencweig and Maureen Hufnagel trailed the sportsmen for days to capture a variety of pictures in Manchester, Milan and Toulouse.

Many of the images were shot by the celebrities themselves, uncovering usually unseen, private moments.

The work is already available to view outdoor across most major European cities and it can now also be viewed online at www.youtube.com/nrodoni as well as on the Nike website www.nikesportswear.com.

A photobook has also been produced, which centres on the three sporting heroes and will be available across Europe.